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Top de Planejamento - Luiz Buono

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Palestra de Luiz Buono, VP de Atendimento/Planejamento da Fábrica Comunicação Dirigida para o evento Top de Planejamento - Março 2008

Os vídeos relacionados na palestra podem ser conferidos aqui:
http://www.youtube.com/view_play_list?p=3701EADBDCC95AA3

Publicado en: Empresariales
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Top de Planejamento - Luiz Buono

  1. 1. Top de Planejamento 2008 Luiz Buono – VP Planejamento e Atendimento
  2. 2. O Planejamento Tradicional <ul><li>Onde estamos? </li></ul><ul><li>Onde poderíamos estar? </li></ul><ul><li>Como chegar lá? </li></ul><ul><li>Estamos chegando lá?  </li></ul>Diagnóstico Objetivos Promessa + reason-why + diferenciadores recall, market share, share of mind, midia share
  3. 3. O Planejamento Tradicional <ul><li>Definição da mensagem </li></ul><ul><li>A marca no centro, a rainha </li></ul><ul><li>Influenciar percepções, atitudes </li></ul>
  4. 4. O Planejamento na Comunicação Dirigida <ul><li>com quem queremos conversar?  </li></ul><ul><li>como iniciar o diálogo? (modelagem)  </li></ul><ul><li>onde as pessoas iniciam a consideração? </li></ul><ul><li>quem se interessou pela conversa comprou? Se interessou?  </li></ul><ul><li>a ação se pagou? </li></ul><ul><li>como continuar o diálogo? </li></ul><ul><li>como captar quem não se interessou pela conversa? </li></ul><ul><li>como recuperar quem parou de dialogar?   </li></ul>
  5. 5. O Planejamento na Comunicação Dirigida <ul><li>Definição da abordagem por mais negócios </li></ul><ul><li>A marca viabilizando conexões </li></ul><ul><li>O consumidor no poder </li></ul><ul><li>Mudar comportamentos </li></ul>
  6. 6. Os Modelos Preditivos <ul><li>Quais os comportamentos que indicam que um cliente vai cancelar sua conta no banco? </li></ul><ul><li>Quais os comportamentos de quem vai comprar um determinado modelo de automóvel? </li></ul><ul><li>Que tipo de apelo faz com que o consumidor aumente sua de  despesa no cartão de crédito? </li></ul><ul><li>Quais os clientes de uma companhia aérea que respondem a promoções? </li></ul><ul><li>Tal oferta de venda motivou que tipo de clientes? </li></ul>
  7. 7. Os Novos Paradigmas <ul><li>influenciar comportamentos </li></ul><ul><li>criar conexões  </li></ul><ul><li>co-autoria </li></ul><ul><li>cooperação </li></ul><ul><li>entreter/ ser útil </li></ul><ul><li>engagment </li></ul><ul><li>viral </li></ul><ul><li>território de marca </li></ul>“ A Era do My Brand”
  8. 8. Os Novos Paradigmas <ul><li>Mensagens enviadas </li></ul><ul><li>Mensagens homogêneas </li></ul><ul><li>Influenciar a percepção </li></ul>x x x Interação em pontos de contado Mensagens diferentes para cada perfil de cliente Se relacionar por vendas, reconhecimento, recompensas
  9. 9. Os Novos Paradigmas <ul><li>crescimento de investimentos x investimentos otimizados </li></ul><ul><li>análise da mente do consumidor x análise do comportamento do consumidor </li></ul><ul><li>retorno sobre o envolvimento </li></ul><ul><li>“ É ótimo ser reconhecido pela sua marca, mas é melhor </li></ul><ul><li>ainda ser reconhecido pela sua alma.” </li></ul><ul><li>Kenneth Cole – DMA 2008 </li></ul>
  10. 10. O Grande Salto <ul><li>Foco no “o que falar” </li></ul>X como, em que mix de meios, quando, em que intensidade, com que seqüência, com qual resultado esperado, em que velocidade de adaptação ...............................”engajar”
  11. 11. O Grande Salto <ul><li>Planejamento estratégico </li></ul>Um verdadeiro “projeto de envolvimento” x “ If you tell me, i’ll forget If you show me, i’ll remember If you engage me, i’ll remember forever” Arnold Wayne, CEO, Profero
  12. 12. A Grande Questão <ul><li>O que  neste plano  vai </li></ul><ul><li>de verdade fazer a diferença? </li></ul>
  13. 13. <ul><li>Como fazer com que os influenciadores da compra de serviços de telecomunicações se sintam recompensados emocionalmente? </li></ul><ul><li>Encantando os 120 maiores clientes da Telefônica Empresas de uma forma totalmente one-to-one e sem grandes recursos financeiros! </li></ul>Case Telefônica Empresas
  14. 14. <ul><li>Editora Abril </li></ul>A Solução
  15. 15. <ul><li>Magazine Luiza </li></ul>A Solução
  16. 16. <ul><li>Correios </li></ul>A Solução
  17. 17. <ul><li>Volkswagen </li></ul>A Solução
  18. 18. <ul><li>Magazine Luiza </li></ul>A Solução
  19. 19. <ul><li>VR </li></ul>A Solução
  20. 20. <ul><li>Mc Donald´s </li></ul>A Solução
  21. 21. Case Estadão <ul><li>Como aumentar as vendas de assinaturas do maior jornal do país? </li></ul><ul><li>Usando todos os canais de comunicação disponíveis de maneira eficiente para envolver e convencer as pessoas a assinarem o novo Estadão! </li></ul>
  22. 22. <ul><li>Anúncios de Envolvimento </li></ul>A Solução
  23. 23. <ul><li>10 filmes de envolvimento e vários spots customizados </li></ul>A Solução
  24. 24. <ul><li>10 filmes de envolvimento e vários spots customizados </li></ul>A Solução
  25. 25. <ul><li>Acompanhamento online da disputa </li></ul>A Solução
  26. 26. <ul><li>Campanhas de Email Marketing junto a parceiros </li></ul>A Solução
  27. 27. Case Linx Jet <ul><li>Como usar o patrocínio de uma companhia área para alavancar as vendas de um desodorante!? </li></ul><ul><li>Com isso em mente, foi lançada a LynxJet, uma companhia área que nunca existiu. </li></ul><ul><li>A campanha se utilizou de todos os canais de comunicação disponíveis de maneira eficiente para envolver o público masculino, recriando todas suas fantasias de voar. </li></ul>
  28. 29. LinxJet
  29. 30. Case Adidas Como ampliar a forte conexão de um time de rugbi com seus fãs, em favor de uma marca?
  30. 32. Bonded By Blood – Adidas
  31. 33. Case Diesel Como conseguir um recorde de audiência na web e ainda reforçar a conexão da marca com seu público?
  32. 34. Heidies 15 MB Of Fame - Diesel
  33. 35. Case Pilha Panasonic Como apresentar o diferencial do produto envolvendo seu target?! Como conseguir mídia espontânea e valor agregado à marca?
  34. 36. Manned airplane Project – Matsushita Electric Industrial
  35. 37. Case E-Harmony Como fazer com que 17 milhões de pessoas preencham um questionário de 436 perguntas?
  36. 40. Case Pêlos Uma campanha viral veiculada na web. Um personagem convida os interlocutores a colaborarem com sua causa.
  37. 41. Todos por um pelo – Arnet Broadband (1)
  38. 42. Todos por um pelo – Arnet Broadband (2)
  39. 43. Todos por um pelo – Arnet Broadband (3)
  40. 44. Todos por um pelo – Arnet Broadband (4)
  41. 45. Todos por um pelo – Arnet Broadband (5)
  42. 46. Obrigado! [email_address]

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